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1.
儿童消费品市场的特点及促销策略 总被引：3，自引：0，他引：3
茹莉 《信阳师范学院学报(哲学社会科学版)》1999,(1)
儿童消费品主要是指满足儿童生活、学习、娱乐需要的商品。与成人消费品市场相比较,儿童消费品市场呈现出不同的特点：个体差异小;形式产品重于实质产品;广告促销作用强;儿童越来越具有购买权。为促进产品销售,需要针对儿童的心理特点和儿童消费品市场的特点,重点运用广告促销、包装促销、爱心促销、健康促销、有奖促销、文化促销等促销手段,选择最佳的促销组合 相似文献
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在我国加入WTO后,随着国民经济的迅速发展,人民生活水平的不断提高和消费意识的逐渐改变,我国餐饮业经历了一个快速发展和日渐成熟的过程。广告促销就是餐饮市场营销常用的促销手段之一。 相似文献
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禁止烟草广告促销和禁止烟草企业赞助是两种不同性质的问题,两者不能混为一谈。笔者赞成禁止烟草广告促销,但反对将烟草企业赞助一棒子打死。 相似文献
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旅行社广告促销初探 总被引：3，自引：0，他引：3
黄成柱 《高等教育与学术研究》2006,(4)
旅行社市场竞争日趋激烈,广告促销在其中的作用日益重要,但现在旅行社由于种种原因,并没有充分运用广告促销这一手段。了解广告促销在市场竞争中的作用,并明白采取相应正确的广告对策,已成为旅行社当前之需。 相似文献
6.
袁春琳 《潍坊教育学院学报》2010,23(6):88-90
在当今这个信息发达的商品经济社会里,广告作为商家的一种促销手段已渗入到人们生活的各个方面,直接影响着人们的日常工作和生活。广告语言作为一种富有魅力的鼓动性语言,是实现广告促销目的的重要手段。本文从Grice的会话含义理论中的合作原则出发,对广告中违反合作原则的现象进行了分析。 相似文献
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何为广告宣传,至今仍然缺乏公认的结论。在学术领域,人们常常将广告和宣传统称为"广告宣传"。其实,随着产品促销实践,尤其是汽车促销实践的深化,不但促成了广告与宣传的分化,而且促进了广告和宣传的泛化。现代广告宣传,无论是内容还是形式,都已突破传统的囹圄,向着日益丰富化的方向发展。 相似文献
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曹宏亮 《邵阳学院学报(社会科学版)》2006,5(5):35-37
房地产促销策略是指导房地产促销活动的基本政策和方针,因此促销策略是房地产促销工作的关键。湖南房地产产品的销售要达到理想的效果,必须根据湖南房地产业的实际情况制定科学的房地产促销策略:以顾客为本促销,创新广告促销手段,寓促销于开发,规范促销时的公关行为,提高推销人员素质。 相似文献
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广告应讲究感性诉求 总被引：1，自引：0，他引：1
吴国锋 《湖州职业技术学院学报》2004,2(4):22-24
广告是企业的一种促销手段，也是宣传企业形象的有效方法。讲究广告的感性诉求方式，不但可以更好地发挥广告的作用，同时也能更直接地达到商品促销的目的。在感性消费时代，广告的感性诉求可以从广告的字数。广告的独特性、情感性和情境性，结合社会热点和特别的时间、特定的意义等几个方面入手。 相似文献
11.
陈长 《湖北成人教育学院学报》2014,(1):96-98
本文利用数学模型来对广告的投放进行一些科学分析,主要涵盖广告的最佳投放时间广告投放策略,同时也对不同的行业、不同的产品、甚至同一产品的不同周期,广告的投放时间、投放程度、以及投放市场的选择进行了阐述。并利用数字模型来检验广告的投放是否达到企业的最佳效果。 相似文献
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我国人口老龄化趋势日渐明显,人口抚养比例大幅攀升。如果仅仅依靠现行的养老保障制度和传统的家庭养老模式,将很难应对即将到来的老龄化危机。本文针对新型的养老方式——“以房养老”,对“住房反抵押贷款”方案进行研究,并依据此方案对投保人的年龄、预期存活寿命及健康状况和投保时房屋的价值及其折旧增值情况综合分析,建立投保人和保险公司收益的初等数学模型,并用平均余寿对该模型作可行性检验。最后结合10年后的老龄化程度对此方案的前景和可行性进行了论证。 相似文献
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广告行业在全媒体时代对广告专业人才提出了新的要求,而高校广告专业在人才培养方面则存在诸多不足,应构建有效的人才培养模式以适应行业的需求。导入实战项目,加强和业界的沟通与合作,有助于创新应用型广告人才的培养。基于项目驱动的创新应用型广告人才培养模式可概括为＂一条主线、一个核心、一大保障、两大体系＂。 相似文献
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钟正武 《湖南城市学院学报》2011,32(6):49-51
广告产业是文化与经济紧密结合的产物,在市场经济的运行中具有重要的地位,有着广阔的发展前景。改革开放以来,湖南广告产业发展迅猛,年均增长率达到70%。湖南广告业以高新技术来加强产业的外向性,与国际市场进行日益广泛地接轨,通过加快调整优化产业结构,将成为振兴湖南经济的重要环节。 相似文献
15.
广告·礼貌·隐含 总被引：2，自引：0，他引：2
陈露 《广西师范大学学报(哲学社会科学版)》2002,(Z2)
语言的使用问题是语言研究的一个范畴。在本文中 ,我们试把广告放到人际交流的框架中来考察 ,认为礼貌是广告语言策略的基本原则 ,间接言语行为的隐含是为礼貌服务。 相似文献
16.
Claude Montmarquette Kathy Cannings Sophie Mahseredjian 《Economics of Education Review》2002,21(6):112
Previous studies on the determinants of the choice of college major have assumed a constant probability of success across majors or a constant earnings stream across majors. Our model disregards these two restrictive assumptions in computing an idiosyncratic expected earnings variable to explain the probability that a student will choose a specific major among four choices of concentrations. The construction of an expected earnings variable requires information on the student's perceived probability of success, the predicted earnings of graduates in all majors and the student's expected earnings if he (she) fails to complete a college program. Using data from the National Longitudinal Survey of Youth, we evaluate the chances of success in all majors for all the individuals in the sample. Second, the individuals' predicted earnings of graduates in all majors are obtained using Rumberger and Thomas's [Econ. Educ. Rev. 12 (1993) 1] regression estimates from a 1987 Survey of Recent College Graduates. Third, we obtain idiosyncratic estimates of earnings alternative of not attending college or by dropping out with a condition derived from our college major decision-making model applied to our sample of college students. Finally, with a mixed multinomial logit and probit models and an heteroscedastic extreme value model, we explain the individuals' choice of a major. The results of the paper show that the expected earnings variable is essential in the choice of a college major. There are, however, significant differences in the impact of expected earnings by gender and race. 相似文献
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Community college education is a key component of Canadian postsecondary education, with 21% of the population aged 25–64 having college credentials. In order to understand educational decisions at this level, we estimate a model of choice of field of study and analyze, among other things, the effect of earnings on this choice. In this way, we exploit two cross-sections (and cohorts) of young workers who completed community college (Cegeps in Quebec) in 1990 and 1995 from the Canadian National Graduate Survey. Structural estimates indicate that the probability of selecting a specific community college field of study depends significantly upon anticipated earnings in this field relative to other fields. Our results also show that women put less weight on earnings compared to men when choosing a field of study, and that students who were employed prior to starting community college are more sensitive to earnings variations across fields of study than students with no prior work experience. 相似文献
18.
Policymakers increasingly seek to inform students about the expected economic returns to different college majors. Less attention has been given to the earnings risk of major choice. In this paper, we use an experiment to study the impact of an information intervention by providing individuals with data that show the earnings risk of a major choice. Our intervention allows us to compare earnings risk and major preferences among a group who is informed about earnings risk compared to a group not given information about risk. Our results show that individuals who see information about earnings risk form different earnings risk estimates and preferences over majors than individuals who see median earnings only. These differences show the negative consequences of making academic major decisions when holding incorrect estimates of earnings risk, and suggest the value of including earnings risk in tools such as college scorecards to inform students. 相似文献
19.
The impact of college selectivity on income for men and women 总被引：1，自引：1，他引：1
Ralph O. Mueller 《Research in higher education》1988,29(2):175-191
In this study a large national data set was used to assess the causal influence of college selectivity on earnings after controlling for a variety of background variables such as family background, financial considerations, academic ability, and degree aspirations. Using a recursive structural equation model, it was found that for both genders selectivity had a significant direct and indirect effect on earnings; however, selectivity could explain only a minute percentage of variance in income above and beyond the controls. Males and females differed slightly on the total effect of selectivity on earnings, but the indirect effect was twice as large for women as for men. 相似文献
20.
黎泽潮 《安徽师范大学学报(人文社会科学版)》2006,34(1):62-65
以我国的广告传播实践为背景,从广告主、广告人、广告媒体三个视角,探讨广告传播的文化语境的成因与特定内涵。认为广告语境是与人的一种对话性的存在,是一个不断建构、扩张的耗散结构。我国现代广告作为一种商品信息传播符号,其文化语境已经形成。 相似文献